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You know you've got to, express yourself: A comparative study of self-expression through brand, women in six Asian nations
Segal Graduate School of Business, Simon Fraser University.
Segal Graduate School of Business, Simon Fraser University.
Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, Industriell Ekonomi.
Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, Industriell Ekonomi.ORCID-id: 0000-0001-5899-4747
Vise andre og tillknytning
2015 (engelsk)Inngår i: The Sustainable Global Marketplace: Proceedings of the Annual Conference of the Academy of Marketing Science, Coral Gables, FL USA May 24-27, 2011 / [ed] Mary Conway, Cham: Encyclopedia of Global Archaeology/Springer Verlag, 2015, s. 165-Konferansepaper, Meeting abstract (Annet vitenskapelig)
Abstract [en]

Consumers express themselves in a multitude of ways; one expression mechanism is brand consumption. Self-expression can be an important driver of consumer preference and choice. Despite the importance of self-expression, additional research is needed as to how brands are used as a means of self-expression. Previous studies indicate that the importance of brands for self-expression can differ across cultures. This study explores how female consumers in six Asian nations differ in the extent to which they express themselves through the use of their favorite brands.

sted, utgiver, år, opplag, sider
Cham: Encyclopedia of Global Archaeology/Springer Verlag, 2015. s. 165-
Serie
Developments in Marketing Science, ISSN 0149-7421
HSV kategori
Forskningsprogram
Industriell marknadsföring
Identifikatorer
URN: urn:nbn:se:ltu:diva-31161DOI: 10.1007/978-3-319-10873-5_84Lokal ID: 53f23d89-ef3d-4bf3-a4f7-aca4d2f467f9ISBN: 978-3-319-10872-8 (tryckt)ISBN: 978-3-319-10873-5 (digital)OAI: oai:DiVA.org:ltu-31161DiVA, id: diva2:1004391
Konferanse
Academy of Marketing Science. Conference : 24/05/2011 - 27/05/2011
Merknad
Godkänd; 2015; 20150115 (andbra)Tilgjengelig fra: 2016-09-30 Laget: 2016-09-30 Sist oppdatert: 2018-04-10bibliografisk kontrollert

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Steyn, PeterWallström, ÅsaStyvén, Maria Ek

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